From the desk of Strategic Resources For any query, discussion or feedback, please contact Pavan Chandra, Head of Strategic Resources at pchandra@zenithoptimediaindia.com, +91-124-4195100. Office Address : 10th Floor, Vatika Tower, Block-B, Sector 54 Gurgaon -122002, Haryana, India.

Volume: VIII

November, 2007

 

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Telecom (Service Providers)

Share Prices
 

 

 

 

 

 

Sales and Market Share
 

   

 

Source: Cellular Operators Association of India

 

 

 

69. 5.7 Million More Say Hello! – November 15

India adds 5.71 million subscribers under the GSM segment

In October 2007, 5.71 million subscribers were added to the GSM segment of mobile telephony. According to the Cellular Operators Association of India (COAI), Bharti Airtel added 2.03 million new users, taking its number of subscribers to 50.90 million (market share of 31.88%) as on 31 October, 2007. Vodafone-Essar added 1.52 million new users, which increased its total subscriber base to 37.18 million (with a market share of 23.28%). While Bharat Sanchar Nigam Ltd (BSNL) and Mahanagar Telephone Nigam Ltd. (MTNL) added 727,855 and 53,739 new users, respectively, Idea Cellular reported 750,108 new additions.

 

Source: The Economic Times

 

 

 

70. Phone User Base Touches 250-M Mark – October 23

Total wireless subscriber base touches 209.08 million

According to data released by TRAI, in the wireless segment there was an addition of 7.8 million subscribers in September 2007, compared to 8.31 million in August. The total wireless subscriber—GSM, CDMA & WLL(F)—base reached 209.08 million. In the wire line segment, subscriber base decreased to 39.58 million in September compared to 39.73 million subscribers in August. During the first six months (from April to September) of 2007, 42.8 million telephone subscribers were added compared with 29.7 million during the corresponding period in 2006.

 

Source: The Hindu Business Line

 

 

 

Trends, Marketing Initiatives and Others

 

71. Mobile Users Unhappy With Customer Care Services: Study – November 04

Study shows that users are not happy with the customer care services of various telecom operators

IDC India's third 'India Mobile Services Usage and Satisfaction Study, 2007’ has rated Aircel, BPL Mobile and Hutch/Vodafone as the top three cellular service providers. It has also found that users are not happy with the customer care services of various operators. Users of all mobile networks witnessed an increase in the average waiting time to speak to a customer care executive (5.7 minutes in 2007) due to the large increase in subscribers. "Knowledge level and promptness" of customer care executives and the "final solution" provided by them was another area of concern. However, the overall satisfaction among mobile users increased by approximately 1% point to 92.6% in 2007, compared to 2006, as networks continued to improve services and streamline processes. Only 3 of the 11 service providers covered – Aircel, BPL Cellular and Hutch/Vodafone – met the 95% satisfaction level set by TRAI. 

 

Source: The Economic Times

 

 

 

72. Mobile Numbers Get Mobile – November 13

Number portability for mobile services introduced

On 12 November, 2007, the Department of Telecommunications announced its decision to introduce number portability for mobile services. Under this scheme, customers unhappy with their service provider would be able to shift to another service provider without having to change their phone number.

 

Source: The Times of India

 

 

 

73. Tatas To Rebrand Telecom Retail Business – October 27

Tata undertakes rebranding exercise to transform its image

As a step to transform its image from a value-for-money brand to an aspirational brand, the Tatas are rebranding as well as revamping their 3,000 plus telecom retail outlets across the country.  The retail outlets, branded as True Value Shop or Hub, will be renamed — Tata Indicom — and will be synergised with the colour blue.

 

Source: The Economic Times

 

 

 

74. No Unsolicited Telemarketing Calls, SMSes From Today – November 12

National do not call (NDNC) registry comes into effect

Effective 12 November, 2007, telemarketers have been prohibited from calling those who are registered with the national do not call (NDNC) registry; this is expected to ensure that unsolicited telemarketing calls and SMSes are blocked. TRAI has made it mandatory for telemarketers to register with the Department of Telecommunications (DoT), and no service operator can henceforth provide telecom services to unregistered telemarketing companies.

 

Source: The Economic Times

 

 

 

75. New 'Spice' Girl – November 02

Katrina Kaif to endorse Spice Mobile Phones

Spice Mobile Phones, a part of M Corp Global, signed on Katrina Kaif as the new ambassador for the Spice Group, which includes Spice Telecom, Spice Mobile Phones, Spice BPO's and other ventures of the group. The model cum actress will endorse the group's products beginning 2008.

 

Source: Agencyfaqs

 

 

 

76. AT&T Sets Up Team For Mobile Foray – November 03

AT&T to enter the Indian cellular market

US telecom company AT&T plans to enter the Indian cellular market and is setting up a separate team in India to oversee its plans for entering the mobile segment.  The company is considering all options — a buyout, partnering an existing player, participating in the 3G auction, or setting up a new network. However, it will take a final decision only after it receives further clarity on the new telecom policy.  India would constitute the only country outside the US where the company would offer both enterprise (national and international long-distance connectivity) as well as cellular services.

 

Source: The Economic Times

 

 

Product Launches

 

 

77. Airtel, Vodafone Launch BlackBerry Pearl In India – November 06

On 6 November, 2007, telecom service provider Bharti Airtel, in partnership with Research in Motion (RIM), launched a new high-end mobile phone – BlackBerry Pearl 8120 – at a price tag of Rs 24,990.  Another telecom company, Vodafone-Essar, also launched this model on the same date.

 

 

 

78. BSNL Launches Mobile Radio Service – October 29

On 28 October, 2007, BSNL launched mobile radio services, which enables subscribers to listen to their favourite songs for Re 1.00 per minute. BSNL mobile users have to dial 1255533 for accessing this service at monthly fee of Rs 25 per month.

 

 

 

Advertising Campaigns

 

 

 

79. A Brand Ambassador To Change Idea’s Life – October 23

Idea launches TVC featuring Abhishek Bachchan

Telecom operator Idea launched a new TVC featuring actor Abhishek Bachchan. Created by Lowe, the ad begins with a shot of a communal riot, with each party ready to attack its opponents, people running for their lives, doors to houses and shops slammed shut, etc.

 

The matter is taken to the village ‘sarpanch’ (Abhishek Bachchan) where the opponents blame each other for the violence. 

 

He is struck by a solution to the dispute when he receives a call on his Idea phone, whereby he announces that each person will use only his mobile number as his name.

 

Nameplates, election campaigns and even road signs are all marked by mobile numbers instead of names.

 

In the end, Bachchan’s sidekick praises him saying “What an Idea, Sirji!” The Idea logo and tagline, ‘An Idea can change your life’ is then displayed.

 

 

Source: Agencyfaqs 

 

 

 

80. Airtel Live: Almost Like A Snapshot From Hollywood – October 22

Airtel launches a TVC to promote Google Search on Airtel Live

Airtel launched a television commercial, which resembles the trailer of a Hollywood period film, to promote Google Search on Airtel Live. The TVC shows some people digging at the break of dawn, accompanied by a voiceover which takes it ahead in a story-telling format. The voiceover then tells about the search for the ‘Book of Solomon’—an ancient book which can control history—which is then shown emerging from layers of sand.

 

On getting clues, the hero and his team set off in search of the book. An army general, who is also seeking the Book of Solomon, gives orders to get the hero killed.

 

The hero is shown journeying from Egypt through Libya and Tunisia, and finally reaches Petra in Jordan, where the book is learnt to be kept. The general and his men, too, reach the point of action.

 

Much to the surprise of everyone, a girl, with the book in her arms, and a mobile phone in her hand walks away cheerfully. A close shot of the phone is shown wherein the product is displayed. The general asks aloud, “What are we going to do now?” “Retire!” replies the hero in disgust.

The TVC aims to create a relation between the word ‘search’ and action-oriented adventure.

 

Source: Agencyfaqs

 

 

 

81. Reliance Mobile Urges Consumers To Speak Out ‘Freely’ – October 22

Reliance Mobile launches two ad films to showcase its new service

Reliance Mobile launched two ad films, ‘Sawaal’ and ‘Advice’, to showcase its new service of unlimited free Reliance-to-Reliance calls for a nominal monthly fee. Both the TVC utilize two Indian qualities – the perpetual need to ask questions and the itch to give free advice, whether sought or not, as its core.

 

The ‘Sawaal’ ad film opens with a voiceover explaining how Indians are full of questions such as direct questions (a boy asks a girl if she loves him, and gets slapped), indirect questions (the same boy asks his friend if he thinks the girl loves him) and topical questions (a man on a bike asking another with a radio the cricket score), etc. But when asked to pay for these questions, a man makes an excuse that his cell battery is low. 

 

The voiceover then introduces and explains the unlimited Reliance-to-Reliance calls scheme for Rs 399 a month and concludes the ad with ‘Bol India Bol’.

 

Similarly, the ‘Advice’ ad begins with a voiceover explaining that in India, one gets free advice all the time such as bachelor advice (a man tells his middle aged friend to get married, marriage advice (a woman advices her friend to get divorced), ‘first night’ advice, etc. But if one has to pay for giving advice, the favorite excuse is a weak network.

 

The ad ends with the voiceover informing consumers about Reliance’s free calls scheme.

 

Source: Agencyfaqs